The most creative Covid-19 campaigns according to Verve, part I

06 May 2020

Healthcare and social distancing campaigns

As a marketing and communications agency, we like to keep an eye on the best marketing campaigns both in the health industry and beyond. During the pandemic, many brands have shown their support for key workers and tried to keep everyone’s spirits up.

In a series of three blogs, members of the Verve team are going to show you their favourite or most memorable campaigns during this time.

First up are campaigns relating to health and social distancing.

Paul

NHS

Britain Get Talking is a series of special ITV commercials. It was made by Uncommon and aired just after the 8pm ‘clapping for carers’. The frontline health workers were all filmed individually. They acknowledged how much they appreciate the clapping and then focus on the topic of mental wellness in isolation.

Not only does it contain poignant messages about staying in touch and the benefits of communication on mental health, but also continues to put a human face on the NHS and the incredible people who work within our healthcare services. From a creative viewpoint, I think the fact that all the footage comes from mobile devices, rather than the usual top quality OB kit, really adds to the overall effect and personal impact of the communication.

Andrew

The UK Government

I really enjoyed the new video released by 10 Downing Street ahead of Easter as part of their ‘Stay Home Save Lives’ initiative. The charming video uses LEGO® figurines to encourage the public to stay home over Easter and instead take part in activities such as watching films or calling your grandma rather than visiting.

In terms of the creative, I find that the use of LEGO® is a great way to make the advert appealing to both children and parents, making what can be a difficult message a little easier to convey to those too young. The motivational pull to be a hero whose superpowers include saving the NHS is sure to catch on with fans of the Danish building block, both young and old.

Liv

McDonald’s Brazil

A campaign that got my attention is from McDonald’s Brazil. Created by the Brazilian agency DPZ&T, the two halves of the famous M have been separated into two golden arches to support social distancing.

This was one of the first campaigns I saw relating to the current coronavirus pandemic. Although the company had some backlash in the media, from a creative point of view, I think the new logo was a very smooth and sophisticated move by the agency. Separating the M was very simple and minimalist, which I liked as it allows us to focus on what really matters. And the fact no other text is required either makes the message very solid.

The campaign really gave meaning to the phrase ‘less is more’.

Sam

The Ohio department of health

The
Ohio Department of Health created a viral campaign using ping pong balls placed
on mousetraps to demonstrate the effectiveness of social distancing and how
easily the coronavirus can spread. I think the video manages to illustrate the
success that can be achieved in limiting the spread of the virus if we maintain
social distancing and equally the chaos that could ensue if we don’t.

It’s presented in a way that is attractive and easy to understand, which are important elements in a public health campaign that needs to reach all citizens. The use of ping pong balls to show volatility is not new. Still, the content has a ‘wow’ factor that grabs viewers attention, so I think the way it was juxtaposed with the more serene scenario where the traps didn’t go off got the intended message across cleverly and creatively.

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